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Diageo has increased its marketing spend by 51% since 2017, according to its annual report published in August. In 2022, the Guinness and Johnnie Walker owner spent $3.1 billion (2.7 billion pounds) promoting its drinks range, up from $2.1 billion (1.8 billion pounds) six years ago.
In the same timeframe, Diageo’s global net sales have risen by 28% to hit $17.7 billion (15.5 billion pounds), resulting in a profit of $5.2 billion for the 2022 financial year.